> For the complete documentation index, see [llms.txt](https://docs.bloomanalytics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.bloomanalytics.io/my-metrics/marketing-metrics.md).

# Marketing Metrics

Marketing Metrics in Bloom surfaces blended cross-channel metrics like MER, aMER, CAC, BEROAS, and Payback Period, tying ad spend to profit, not just revenue.

### What is Marketing Metrics?

Marketing Metrics is the section of Bloom's My Metrics grid that surfaces cross-channel marketing efficiency metrics beyond platform reported ROAS. It covers MER, aMER, MPR, aMPR, BEROAS variants, CAC, Payback Period, and First-Order Contribution Margin, tying total marketing spend to actual profit outcomes. It is built for merchants and media buyers who need efficiency measured against blended, all channel spend, and for finance minded marketers who want acquisition economics denominated in margin (Gross Profit) rather than revenue alone.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2Ff32EPuaZbU0KLL8d9rlD%2Fimage.png?alt=media&amp;token=3842f896-b8be-4fe4-93e6-783cf91b8fad" alt="Marketing Metrics in Bloom"><figcaption></figcaption></figure>

### How it Works

Marketing Metrics measures efficiency against total blended ad spend across all platforms (Meta, Google, Snapchat, Pinterest, TikTok, and others) rather than any single channel's self-reported number. Revenue-based metrics (MER, aMER) show revenue generated per marketing dollar; margin-based metrics (MPR, aMPR) denote the same efficiency in Gross Profit. BEROAS variants set the minimum ROAS needed to break even at different cost layers (gross profit, contribution Profit, net profit). Payback Period expresses CAC in the time gross margin from a new customer takes to recover it.

Because a single channel's ROAS can look strong while blended efficiency across all spend is weaker, the blended view prevents over-trusting one platform's self-reported number.

### Data Available

**Metrics on the My Metrics Grid**

<table data-header-hidden data-search="false"><thead><tr><th></th><th></th><th></th></tr></thead><tbody><tr><td><strong>Metric</strong></td><td><strong>Formula</strong></td><td><strong>What it Shows</strong></td></tr><tr><td>First-Order Contribution Margin</td><td>New Customer Net Revenue - New Customer COGS - Total Ad Spend</td><td>Profit generated from new customers after their COGS and total ad spend. Shows whether new-customer revenue covers advertising costs and whether acquiring new customers is profitable.</td></tr><tr><td>MER (Marketing Efficiency Ratio)</td><td>Total Revenue / Total Marketing Spend</td><td>Revenue generated per dollar of marketing spend. Higher MER means more revenue per ad dollar.</td></tr><tr><td>aMER (Acquisition MER)</td><td>Net Revenue from New Customers / Total Marketing Spend</td><td>How effectively marketing spend generates new-customer revenue. Higher aMER means ads are acquiring new customers efficiently relative to spend.</td></tr><tr><td>Gross Profit BEROAS</td><td>(1 / Gross Margin %) x 100</td><td>Minimum ROAS needed to cover product costs and avoid a loss. A BEROAS of 1 means ad spend exactly covers product costs; above 1 is profitable.</td></tr><tr><td>CAC (Cost per New Customer)</td><td>Total Marketing Spend / Number of New Customer Orders</td><td>Average amount spent to acquire a new customer. Lower CAC means more efficient marketing and better return on ad spend.</td></tr><tr><td>MPR (Marketing Profit Ratio)</td><td>Gross Profit / Total Marketing Spend</td><td>Profit generated for every dollar spent on marketing. Higher MPR means marketing efforts are more profitable.</td></tr><tr><td>aMPR (Acquisition MPR)</td><td>Gross Profit from New Customer Orders / Total Marketing Spend</td><td>Profit generated from new-customer orders per dollar of marketing spend. Measures the profitability of new-customer acquisition.</td></tr><tr><td>Percentage of Sales on Marketing</td><td>(Total Marketing Spend / Net Revenue) x 100</td><td>Share of net revenue reinvested in marketing. Helps gauge how much of sales is going back into attracting and retaining customers.</td></tr><tr><td>Marketing Spend</td><td>Sum of ad spend across all platforms</td><td>Total ad spend across all platforms (Meta, Google, Snapchat, Pinterest, TikTok, and others). Represents overall investment in paid marketing.</td></tr><tr><td>First-Order Contribution Margin per New Customer</td><td>First-Order Contribution Margin / Number of New Customers</td><td>Average profit per new customer on their first order after product costs and ad spend.</td></tr><tr><td>Payback Period</td><td>CAC / Gross Margin per New Customer</td><td>Time it takes to recover the cost of acquiring a customer. Shorter payback means faster recovery of acquisition costs.</td></tr><tr><td>Contribution Margin BEROAS</td><td>(1 / Contribution Margin %) x 100</td><td>Minimum ROAS needed to cover variable costs (product, fulfillment, marketing) before fixed operating expenses.</td></tr><tr><td>Net Profit BEROAS</td><td>Total Revenue / (Gross Profit - Operating Expenses)</td><td>Minimum ROAS to break even after all business costs, including product, fulfillment, payment fees, salaries, rent, and operating expenses.</td></tr><tr><td>15% NP Target ROAS</td><td>Total Revenue / (Gross Profit - Operating Expenses - 15% of Total Revenue)</td><td>ROAS required to achieve a 15% net profit margin after all costs.</td></tr></tbody></table>

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